EditorsJun 17, 2024
Q&A: Al Cook on the Future of De BeersLab-GrownOct 02, 2024
Lightbox Continues as a Brand, While Supplies Last?
The De Beers-owned lab-grown diamond company is rebranding and creating new collections, though its long-term future remains unclear.
Lightbox worked with creative studio Decade on one of its two new campaigns for fall 2024. Shot on location in New York City, it features model and actress Emma Breschi and members of her family, including her lola (grandmother) Tess, pictured at left with Breschi.
Gresham, Ore.—Lightbox revealed its plans to rebrand late last week, just a few months after De Beers Group announced it would no longer be growing the gem-quality diamonds Lightbox uses in its jewelry.
The rebrand includes a new logo, tagline (“Bringing light to life”), website, and packaging, as well as two small new jewelry collections, “Reminiscence” and “City Lights,” and a pair of campaigns that will run simultaneously this fall.
The first campaign stars actor and model Emma Breschi alongside her sister and maternal grandmother and is designed to be the more emotional of the two, tapping into the idea of jewelry as an accessory that’s worn and shared across generations.
Meanwhile, the second campaign, created around the theme of “Shine Bright Spend Less,” is more practical in nature, emphasizing Lightbox’s recently lowered prices as well as the overall affordability of lab-grown diamond jewelry.
It includes the tagline, “The only thing that’s rare are our prices,” a nod to both the product’s pricing as well as its lack of rarity in comparison with natural diamonds.
Related stories will be right here …
The rebrand includes a new logo, tagline (“Bringing light to life”), website, and packaging, as well as two small new jewelry collections, “Reminiscence” and “City Lights,” and a pair of campaigns that will run simultaneously this fall.
The first campaign stars actor and model Emma Breschi alongside her sister and maternal grandmother and is designed to be the more emotional of the two, tapping into the idea of jewelry as an accessory that’s worn and shared across generations.
Meanwhile, the second campaign, created around the theme of “Shine Bright Spend Less,” is more practical in nature, emphasizing Lightbox’s recently lowered prices as well as the overall affordability of lab-grown diamond jewelry.
It includes the tagline, “The only thing that’s rare are our prices,” a nod to both the product’s pricing as well as its lack of rarity in comparison with natural diamonds.
During the Las Vegas jewelry shows in late May/early June, De Beers announced plans to shift all production at its diamond-growing factory in Gresham, Oregon—the $94 million facility purpose-built for Lightbox and opened in late 2020—to industrial diamonds.
In an interview conducted at the JCK show on May 31, De Beers CEO Al Cook told National Jeweler that Lightbox as a brand would still exist, with gem-quality diamond production continuing at the factory “for a few months” to ensure it has stock to sell.
When asked what happens when the brand exhausts its current supply of stones and De Beers is no longer growing diamonds for jewelry, Cook said in May that it was “too early to say.”
Lightbox CEO Antoine Borde was not made available to National Jeweler for an interview regarding the company’s rebranding and its future, but a De Beers Group spokesperson confirmed Tuesday that the Gresham factory is no longer producing diamonds for Lightbox.
The spokesperson also reiterated Cook’s response from May about Lightbox’s long-term future, noting the brand’s “ongoing role in supporting differentiation between natural and lab-grown diamonds.”
Lightbox’s “Poet” hoop earrings from the “Reminiscence” collection, seen here in 14-karat white gold, are set with half-carat lab-grown diamonds and retail for $700.
This “Alberta” necklace from Lightbox’s other new collection, “City Lights,” retails for $700. The pieces in both new collections are available in 14-karat yellow or white gold.
The “Wistful” lab-grown diamond drop earrings from “Reminiscence,” seen here in 14-karat yellow gold, retail for $600. They total 0.5 carats (a quarter carat in each ear).
The three-stone “Sellwood” ring from the “City Lights” collection, pictured here in 14-karat white gold, retails for $600.
Lightbox’s rebrand included new jewelry boxes.
Lightbox’s new logo, tagline, and campaign imagery went live across all the brand’s channels last week, and its updated website launched.
Six of the seven pieces in the “Reminiscence” capsule collection are out now as well (release of the final piece, the “Wistful” ring, is delayed). Inspired by the memories evoked by jewelry, prices for the pieces in the line range from $500-$800.
The “City Lights” collection, a 10-piece assortment featuring lab-grown diamonds in “scattered” settings meant to mimic a city skyline at dusk, will launch later this month.
Lightbox said these new collections are the first in a series of “trend-driven” product drops it plans to make this fall.
They follow the launch of a capsule collection of “special value” tennis necklaces and bracelets, all of which are priced lower than they should be according to Lightbox’s new per-carat pricing structure.
For example, a Lightbox tennis necklace set with 12.5 carats of E-F color, VS clarity diamonds is priced at $8,125. That works out to about $650 per carat, less than the $900 per carat Lightbox currently charges for its top-quality (“Finest”) goods.
“Our accessible prices, our fun and colorful innovations, and our fashion-focused lab-grown diamond jewelry collections underpin Lightbox’s broad appeal,” Chief Marketing Officer Melissa Crivillaro said in a press release.
“As we lean into our next chapter with a revived identity, new creative campaigns, and bold price messaging, we look to connect more deeply with our customers.”
Lightbox said it will continue to roll out its new brand identity with a mix of digital and social media, direct mail, and out-of-home placements later this month.
Six of the seven pieces in the “Reminiscence” capsule collection are out now as well (release of the final piece, the “Wistful” ring, is delayed). Inspired by the memories evoked by jewelry, prices for the pieces in the line range from $500-$800.
The “City Lights” collection, a 10-piece assortment featuring lab-grown diamonds in “scattered” settings meant to mimic a city skyline at dusk, will launch later this month.
Lightbox said these new collections are the first in a series of “trend-driven” product drops it plans to make this fall.
They follow the launch of a capsule collection of “special value” tennis necklaces and bracelets, all of which are priced lower than they should be according to Lightbox’s new per-carat pricing structure.
For example, a Lightbox tennis necklace set with 12.5 carats of E-F color, VS clarity diamonds is priced at $8,125. That works out to about $650 per carat, less than the $900 per carat Lightbox currently charges for its top-quality (“Finest”) goods.
“Our accessible prices, our fun and colorful innovations, and our fashion-focused lab-grown diamond jewelry collections underpin Lightbox’s broad appeal,” Chief Marketing Officer Melissa Crivillaro said in a press release.
“As we lean into our next chapter with a revived identity, new creative campaigns, and bold price messaging, we look to connect more deeply with our customers.”
Lightbox said it will continue to roll out its new brand identity with a mix of digital and social media, direct mail, and out-of-home placements later this month.
Editors' Picks
Sponsored by
More on Lab-Grown
The Latest
CrimeNov 12, 2026
1 of 7 Men Charged in $100M Brinks Heist to Plead GuiltyThree of the other alleged perpetrators will stand trial next March, while two remain on the lam and one was deported late last year.
AuctionsNov 12, 2026
24-Carat ‘Bulgari Pink’ Diamond Sells for $14.8MUnseen for more than seven decades, the fancy intense pink diamond was the star of Christie’s Geneva jewelry auction.
WatchesNov 12, 2026
Zadok Jewelers Now Offers Certified Pre-Owned Rolex WatchesThe curated selection is available online and at its showroom in Austin, Texas.
Brought to you by
DSF Antique Jewelry: Fine Jewelry, Signed Designers, and a World of Rare DiscoveriesWith over 50 years experience in the trade, DSF Antique Jewelry offers quality, craftsmanship, condition, and remarkable variety.
IndependentsNov 12, 2026
Greenberg’s Jewelers Welcomes New Fourth-Generation MembersThe next generation understands what makes the 126-year-old retailer special, said CEO and Co-President Elise Greenberg.
Weekly QuizNov 05, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
SourcingNov 10, 2026
Botswana in Line to Take Controlling Stake in De Beers, President Says If the Global Diamond Consortium emerges as the top bidder for De Beers, Botswana’s stake will double to 30 percent, Duma Boko said Monday.
ColumnistsNov 10, 2026
Who Checks the Facts When AI Writes Your Jewelry Copy?An incorrect AI-generated ad or product description can cost your store valuable consumer trust.
Brought to you by
How Overnight Mountings’ Bridal Builder Makes Custom Engagement Ring Design Easier to SellWith customization becoming more expected in engagement ring shopping, the Bridal Builder makes the process tangible.
Events & AwardsNov 09, 2026
Here Are the 2027 Gem Award NomineesThese nine individuals and brands are up for a Gem Award in the Jewelry Design, Media Excellence, and Retail Innovation categories.
CrimeNov 09, 2026
Jeweler Pistol-Whipped, $900K in Jewelry Stolen During Home Invasion The incident, which happened in Miami-Dade County, serves as a reminder to jewelers of the dangers of selling and storing jewelry at home.
GradingNov 09, 2026
GIA Acquires Thousands of Gem Specimens With ‘Extraordinary’ InclusionsGIA Analytical Microscopist John Koivula curated the collection of 2,665 crystals, gems, and minerals over a 60-year span.
CollectionsNov 09, 2026
Bibi van der Velden’s Alligators Become High JewelryThe “Eclipse” collection, the brand’s first high jewelry line, centers its alligator motif in diamond and spinel jewels.
EditorsNov 06, 2026
The Spectrum Pieces I Can’t Stop Thinking AboutFrom a Betta fish brooch to a “dragon’s trove” of zircon eggs, here are seven pieces that’ve stuck with Associate Editor Lauren McLemore.
TrendsNov 06, 2026
Pat Pruitt’s DragonFly Earrings Take Flight on Election NightGroundbreaking New Mexico Governor-elect Deb Haaland wore the earrings, our Piece of the Week, when she declared victory on Tuesday.
MajorsNov 06, 2026
SNL’s Colin Jost Finds the Perfect Gift in Kay Jewelers’ Holiday AdJost goes on an epic journey, traversing rough seas and encountering a cyclops, to discover the perfect holiday gift.
Supplier BulletinNov 05, 2026
Winning With GCAL 8X®: What’s Working at the CounterSponsored by GCAL by Sarine
SurveysNov 05, 2026
What Retailers Should Know About Holiday Shoppers This YearFrom shrinking budgets to AI elves, here are five takeaways from holiday reports by Bain, Adobe, Mastercard, NRF, and insights from YouGov.
CollectionsNov 05, 2026
Judi Powers, Russell Jones Unleash Joy With New CollaborationThe designers combined their talents for Little Pet Portraits, hand-painted miniatures of our best friends set in a piece of jewelry.
FinancialsNov 05, 2026
Brilliant Earth Continued to Resonate With High-Income Shoppers in Q3Its non-bridal fine jewelry remains the star of the show, recently launching new collections inspired by Elizabeth Taylor and Jane Goodall.
MajorsNov 05, 2026
Ariana Grande Stars In Swarovski’s Holiday Campaign“Joy: The Swarovski Musical” features Ariana Grande as the leading lady in scenes inspired by classic musical montages.
GradingNov 05, 2026
GIA to Offer Next-Day Holiday ServicesThe lab will bring back its complimentary next-day service for some reports starting next week.
CrimeNov 04, 2026
$250K+ in Undeclared Cartier Jewelry Seized at Philadelphia AirportA Pennsylvania woman failed to declare a ring and a bracelet, discarding the boxes and receipts to conceal the purchases, officials said.
FinancialsNov 04, 2026
Pandora’s Q3 Sales Up 7% Amid Focus on DesignNew collections and relevant marketing pushed the company forward, while Pandora’s lab-grown diamond sales continue to lag.
Events & AwardsNov 04, 2026
NYC Jewelry Week 2026 Is the Largest Edition YetThe citywide celebration, slated for Nov. 16-22, is set to host more than 175 events, including live jewelry-making demos.
MajorsNov 04, 2026
Bergdorf Goodman Names New PresidentLanessa Elrod, former president and CEO of Louis Vuitton Americas, has stepped into the role as the retailer celebrates 125 years.
AuctionsNov 03, 2026
Infinity Gauntlet Set With 170+ Carats of Colored Gemstones Up for AuctionA replica of one of the most powerful objects in the Marvel Cinematic Universe, the glove is heading to auction next month in Abu Dhabi.
IndependentsNov 03, 2026
Longtime Jewelry Marketer Arthur Klein Dies at 89Klein, who had his own marketing agency and worked for Gabriel & Co. and Trans American Diamond, is remembered as a kind man.
